Getting Actions from Analytics

SAScon20th May 2011

Paddy Moogan, SEO Consultant

You can download slides and notes at

the end

What key metrics should you be

tracking?

Metrics that are actionable

Why measure stuff you can’t do anything

about?

Metrics that help you get

shit done

Fighting internal battles with solid data is vital

Everything else...

Meh!

Metrics that are actionable

Ecommerce Websites

Report the Customer Voice

% Visitors who view product pages

% Visitors who view product pagesAction:

• Improve internal navigation• Improve internal site search• Add featured products widgets

Average Order Value

Average Order Value

Action:

• Add upsells along the way• Look what keywords get higher

AOV• Look what traffic sources get

higher AOV

% People who search then exit

% People who search then exitAction:

• Test it – does it work? What do you see

• Make sure results are clear• Enhance results with images• Include discounts / deals in

resultsMore info: http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264

Non-Ecommerce Sites

More info: http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162

Page Load Speed

More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html

Page Load Speed

More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/

Action:

• Bug your developers!• At worst, you’ll make visitors

happier

Measure SEO Variables

Custom Variables FTW

• Record rel=canonical• Is a page linked to sitewide?

Effect?• “Tag” types of pages, see how

they perform

Measure SEO Variables

Action

• Use them to measure SEO changes and what effect it has on traffic

Measure People Copying TextAnything Javascript can fire an

event

• Measure highlighting text

Action

• Make them internal links

Beat Panda – Measure Content

More info: http://www.youtube.com/watch?v=UmQTfqmoSyk

Task Completion

http://www.4qsurvey.com/

Share of Search Landscape

SEOmoz appear for 37% of Keywords

Share of Search Landscape

Action:

• Download this tool:

http://dis.tl/sascon

Form Field Tracking

Form Field Tracking

Action:

• Find which fields confuse people• Improve or remove them• Track as events in Google

Analytics

http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en

Branded v Non-Branded Traffic

Awesome for justifying SEO spend

Conversion Rate

Don’t just look at this

Conversion Rate

Action:

• Segment by relevant dimensions• Which dimensions convert best?• Invest in these dimensions

Help You Get Shit Done

Fighting Internal Battles

Client site migration led to

losing lots of content

Client didn’t understand value

of the content

August September October November December January February March April

395

1321

2663

5017

4402

5158

5577

7669

8064Guess when the content

was taken down?

Billions of pages crawlable by

Google

Developers didn’t like SEO tasks

Showed them this

Plus Revenue

Summary

• Focus on the actionable metrics• Focus on metrics that help you get shit

done

Action

• Focus on what influences those metrics

Thank you!

Notes – http://dis.tl/sascon-notes

@paddymooganPaddy.moogan@distilled.co.uk